Industry

Premium Bicycles

  • Landing Pageviews via FB Ads

    +15,000

  • Cost Per Landing Pageview via FB Ads

    $0.21

  • Video Views

    +1,500

How we disrupted the bike industry

The Challenge

 

Who buys a premium bike online?

Tube socks? Sure.

Kiddy toys? You bet.

But who buys a high-quality bicycle online?

Premium bikes come with a premium price tag. Not the first thing you think about buying online. But that’s exactly what the startup, Dragon Bicycles asked Bonsai to do. Well, three things, actually. Come up with a direct-to-consumer model to sell their bikes. Launch their brand. And then market the heck out of ‘em through digital advertising.

They had us at “disrupt the market.”

 

 

Our Approach

 

A frictionless purchase experience

Our biggest challenge was overcoming barriers to purchase. Fortunately, price wasn’t one of them. Dragon works directly with many of the same suppliers as the big brands. So they are incredibly affordable for a high-end two-wheeler.

Obviously, we peppered landing pages with photos, videos and detailed descriptions of the bikes. To help visitors picture themselves “riding a Dragon.” But many riders are reluctant to buy a bike online, because they wanna know it’s the right fit. Both in terms of size and “how it felt to ride.”

So we engineered a simple “Dragon Easy-Fit Tool.” Hooking up riders with the best fit for their needs. Combined with a “30-day test ride / 6-year guarantee” riders felt confidence purchasing a Dragon bike.

Bonsai Dragon Phone
Our Solution

 

Attracting the right customers with digital marketing

Since the eCommerce platform was Dragon’s only sales channel, it was incredibly important to get the website right. But just as important was getting the marketing right.

As a new brand, Dragon didn’t have much of an audience. So we ran a 90-day pay-per-click (PPC) campaign to test what we thought would be our best performing personas, keywords, and conversion flows. Time and money well spent.

After we had a better understanding of the ideal audience and their triggers, Bonsai launched an opening salvo of targeted PPC and SMM (social media marketing) campaigns. Later, we search engine optimized (SEO) the website. To keep those leads pouring in for years to come.

The numbers speak
for themselves.

  • +15,000

    Landing Pageviews via FB ads
  • $0.21

    Cost peR Landing Pageview via FB Ads
  • +1,500

    video views

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IBEW Local 46 has another organizing campaign event on Friday, August 24 and Saturday, August 25 at the White River Amphitheater. We will have our join46.com booth at the Pain in the Grass Concert. If you would like to volunteer, meet some new electricians, talk with them about what the IBEW has to offer while enjoying some great bands, please email Deva Nelson at [email protected].

Puget Sound Electrical Workers Healthcare Trust invites you to this year's Coalition 2018 Health Fairs. Located in Kent at IBEW Local 46 on September 22 (8am-12pm) and Bothell at IUOE Local 302 on October 6 (8:00 a.m.-12:00 p.m.).

STEWARDS CLASS: Monday, September 10 and Tuesday, September 11 (must attend both days) 5:00 – 9:00 p.m. each night. Please Contact DISPATCH to Sign Up. 253-395-6530

JOHN HANCOCK 401k Plan Class. Thursday, September 27, 2018 @ 5:00 p.m. or Saturday, September 29, 2018 @ 9:00 a.m.  Please Contact DISPATCH to Sign Up. 253-395-6530

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MOUNTAIN BIKE CLUB: Contact Mark Samuelsen at [email protected] or 253-395-6528 if you are interested in getting together to ride!

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